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Describe the campaign/entry:

We created Reword, a real-time alert for online bullying. Reword is an educational tool that helps develop young people’s moral compass when they become active on social media.
A simple JavaScript tool that integrates with social and messaging platforms, Reword uses a custom lexicon database to identify strings of words that form millions of potential insult combinations. As a child types, regex matching cross-references the database to identify abusive patterns, scanning for insulting phrases and bullying sentiment, not just swearing. When a pattern is found, the child is alerted with a red strikethrough, instantly interrupting behavior and prompting them to reconsider their words.
Children can become co-authors by adding their own bullying terms, helping Reword recognize evolving language and slang.
Reword not only protects potential victims, but also stops children from becoming bullies themselves.
Don’t bully, and the red line will never appear.

Execution:

After a successful pilot program, we launched our in-school program and made Reword available online as a free Google Chrome extension. To engage Protectors emotionally, we ran an integrated campaign across outdoor, print, TV, display, social media and extensive PR. Featuring real kids, it highlighted the problem of online abuse and presented Reword as a solution. The campaign asked Protectors to install the tool at home and in schools, and to show their support and raise awareness in their school communities by sharing.
We targeted youth via the in-school program and on social media, inviting them to directly interact with the tool and add new bullying terms. Being co-authors impelled them to take a stand against cyberbullying and promote Reword among their friends, extending the tool’s reach.
We directed our audience to our website, where they could explore videos; install the tool; and contribute to the lexicon.

Within six weeks, we saw a distinct impact on behaviour. 84% of insults detected were reworded. And we saw an incredible 67% reduction in bullying behaviour per user.
Our call to action resonated, generating over 20,000 insult submissions from young people, creating millions of new combinations.
We received publically voiced support from education ministers.
Reword showed clear universal relevance, garnering global coverage on CNN, Good Morning America, Mashable and Wired – contributing to 150 million media impressions – and personal messages from around the world.
In the same period, Reword was introduced to over 260 schools nationwide and installed on over 150,000 computers.
First six weeks:
• 150 million media impressions
• $500,000 in generated media value
• 150,000+ installs
• 20,0000+ contributed insults
• 84% of insults reworded
• 67% reduction in bullying behaviour per user
Reword is changing online bullying behaviour, creating a new generation that respects each other – online and in real life.

The Situation:

Cyberbullying is quickly becoming one of society’s most serious problems, creating millions of victims globally.
Reword is an educational tool activating change within the culture of online bullying by stopping the behaviour before it happens. Acting as a real-time alert for online bullying, Reword identifies hurtful words, prompting young people to reword their message or post.
Starting from a zero-knowledge base, Reword has achieved over 150 million media impressions and has been introduced to 260 Australian schools through the success of tactical PR that targeted schools, educational bodies, parents – and, most importantly, has gotten young people engaged with the

The Strategy:

During prototype development, we collaborated with Headspace Youth Mental Health Foundation and children to refine usability and messaging. Testing showed 79% of youth were willing to reword when prompted.
Targets were segmented with distinct calls to action:
1. “Protectors” – parents and educators, including our trial schools and potential new ones; also educational bodies and media across all platforms
CTA: Install the tool at home and in schools
To obtain wider media and influencer support, we generated case studies from our trial schools.
2. Government officials - education sector
CTA: To give official support for mass implementation in schools nationwide
3. Youth – targeted separately to encourage acceptance and uptake
CTA: Interact with the tool and become co-authors, through our in-school program and social media
Media materials were tailored with a clear division between Protectors (e.g., news and parental media) and users (youth media).